Healthcare Content is a Conversation: Driving Patient Engagement

“Healthcare Content is a Conversation: Driving Patient

Engagement”

@ahavaL Ahava LeibtagPresident

Aha Media Group, LLC

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FILL A VOID

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AND DO IT BETTER THAN OTHERS.

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PEOPLE LOVE TO ENGAGE.

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It gives them a sense of belonging.

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People crave connection.

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Transparency.

Today• What is content?• Why do we have such a hard time

with content?• 5 Rules You can Use: How can we be

better healthcare content marketers and how?

@ahavaL

CONTENT IS A CONVERSATION.

TO WHOM ARE WE TALKING?

WHO ARE WE?

WHY IS CONTENT SO SCARY?• Intimate• Politically sensitive• Opaque• Dangerous• Requires definition

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Intimate

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Politically Sensitive

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Opaque

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Dangerous

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Requires Definition

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CONTENT REVEALS TO THE WORLD WHO WE ARE.

CONTENT IS THE CONVERSATION THAT FUELS

THE SALES PROCESS.

Email Addresses/Contacts

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

• Emails/Contacts: Not yet leads, just have entered the funnel

• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post

• Prospect: Qualified but are not ready to buy (decision makers?)

• Lead: Prospects that show enough behavioral engagement that we want to call them

• Sales lead: Qualified by sales• Opportunity: Part of the active

pipeline• Customer: They have bought

an solution• Upsell and retain: Keep them

buying

Sales Funnel

Marketing

Sales

Nurturing Database

Content marketing allows you to sustain the conversation.

Goals of content marketing• Attract: Create content that will draw prospects like bees

to a blossoming flower• Acquire: Give them the content in exchange for an email

address or some other form of potential ongoing contact• Engage or connect: Continue to engage by creating and

sending relevant content about your product, service or knowledge base

• Drive profitable action: Clearly align your content creation and distribution efforts with your business goals

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5 Rules for Healthcare Content Marketing that Converts

Rule #1: Know the Difference Between Information and

Delivery

@ahavaL #UXPA2013

Content Marketing Types• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

VS.(DON’T GET CONFUSED)

Content Delivery Vehicles• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

Rule #2:Know Your Audience

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Rule #3: Define your Brand[Don’t be afraid]

MULTIDISCIPLINARY

COMPLEX

ADVANCED

STATE-OF-THE-ART

WORLD-CLASS

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Brené Brown

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Stories are data with a soul.

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It’s not mobile first.It’s not content first.

Stories first.People first.

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What makes you different?

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Are you willing to speak human?

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WWJD?Are we creating this content for us?

Are we creating this content for our audience?

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Let’s continue the conversation…www.ahamediagroup.com

QUESTIONS?

Ahava LeibtagAha Media Group, LLC

ahava@ahamediagroup.comTwitter: ahavaL301-452-5331